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DJay (Terrence Howard) is a pimp living day to day on the tough streets of Memphis, Tennessee. Pushing 40, he's tired of the life he's living and dreams of something greater. When he meets up with an old friend who is now in the recording industry, he's inspired to turn his life around and uses his criminal life as an inspiration to create rap music. When he hears that a rap superstar is coming to town, Djay works a hustle to gain the rapper's attention and hopefully get signed by a label.